Green PR

Over the weekend, a tiny island country off the coast of India galvanized global media attention about the urgency of climate change. How? They were incredibly smart. Strikingly unconventional. And spot-on with their message. 

According to the Associated Press, "Members of the Maldives' Cabinet donned scuba gear and used hand signals Saturday at an underwater meeting staged to highlight the threat of global warming to the lowest-lying nation on earth."

Leveraging the upcoming U.N. Climate Change Conference in Copenhagen, this tiny, relatively unknown country, is using the power of PR to take center stage as an advocate to stop climate change—our planet's most critical issue. You gotta love it. I do.

As the head of a green advertising agency with expertise in renewable energy marketing, I have long worked to educate and inspire action to fight climate change. Almost 15 years ago, I led efforts to create a national advertising campaign featuring TV, radio, direct response, events and guerilla marketing to educate millions about the reality about climate change while offering renewable energy options as part of the solution. Last summer, I partnered with MusicMatters in addition to recording artist Jack Johnson and his team to execute a carbon neutral world tour.

Fighting climate change is a personal and professional passion. I salute the leadership of the Maldives. They made a point. They made it fun. And their message is being heard around the world. 


Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

Government is often criticized for being too big. Too slow. And too late.

Not the case for the wildly popular Cash for Clunkers campaign. In fact, according to one of my favorite eco news sources, Environmental Leader, this program which is one part green public relations,  two parts sustainable marketing strategy and seven parts economy-boosting eco business brilliance—has resulted in a 58% increase in fuel efficiency.

As a leader in LOHAS marketing, organic branding, green energy and sustainable marketing arena, I love the fact that 700,000 gas guzzlers were traded in for more fuel efficient models. I also love the fact that this quick cash infusion has meant that many auto industry jobs from salespeople to line workers were saved. At least for now. 

The beauty of good green business strategy is that it is based on a model of inherent sustainability. That means both profit for a business and low impact on the planet. U.S. car makers, buckling under pressure from shareholders, have for too long focused on short term gains. This was not only arrogant. It was bad business all around.

Now that U.S. car makers have been forced to reap what they have sown, I only hope that they have seen the light. And that they launch a course correction that is not about big and bigger. But green and greener.  


Lisa Proctor is the president and creative director for firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

Ugh. I love Sigg bottles. I've bought them for friends. Recommended them as a campaign element in clients' green marketing efforts. And have been a brand enthusiast for years.

Now the brand is up to their eyeballs in a full-blown media crisis. Why? While its CEO may claim the issue is all a matter of semantics, the fact is Sigg was less than truthful about the presence of BPA in the lining of its bottles prior to 2006. As the head of a green advertising and marketing agency that specializes in sustainable advertising, green public relations and LOHAS marketing, I feel Sigg's pain.

And I understand their temptation to walk the fine edge of the truth. After all, they could rationalize that the BPA presence in their bottle lining was a non-leaching presence, so therefore it was no big deal. But it was a big deal. And the fact is, it is NEVER a good idea to tell less than the truth. Because at some point, the whole truth is always revealed.

So the next time you feel the need to dance around the truth. To tell parts of it. To offer less than full disclosure. Consider the predicament of Sigg—a former poster child for eco-consciousness. This once trusted brand no longer has the full faith of its fans. Consumers feel deceived. And damage control, if it is possible, will be immensely costly. Ask yourself, "Was it worth it?"

Lisa Proctor is the president and creative director for firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

Earth Day doesn't come around for more than six months, but the movie is in theaters now.  In keeping with brilliant green marketing strategy, word about the movie is being spread through low carbon affinity channels like Earth Day Network, through blogs, twitter and more.

As the head of a firm that specializes in green marketing, LOHAS marketing, eco promotions, green pr, social change communication, eco communication and green energy, I'm psyched to see this 2009 Sundance Film. But more importantly, I applaud Earth Days film makers for joining those of us on the marketing, non-profit and green product side for creating a visually stunning and entertaining way to share this critical message.

To learn more, go  to: http://www.earthdaysmovie.com

Lisa Proctor is the president and creative director for firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

Ben & Jerry's announced today that they're working on developing an ice cream formulation that can be shipped and sold warm so that the end consumer takes responsibility for the energy required for freezing.

While they haven't cracked the recipe riddle, this is a great example of a company that's pushing the boundaries. Thinking differently. And pioneering a process that could save millions of pounds of C02. That they're messaging about it now while in the development phase is a praiseworthy approach to green public relations. 

As the head of a marketing and advertising agency that specializes in green pr, natural advertising, organic promotion, LOHAS consumers and organic internet marketing, we are often called on to create advertising strategies and pr campaigns that break through media clutter.

One of the best strategies to deepen existing relationships and attract new customers is to share the back story of your marketing message. Go beyond simply telling your audience what you're doing. Let them know why it matters. Why it's unique. How it will benefit them. And the world. 

Ben & Jerry's has built a great brand that speaks to quality, deliciousness and social activism. The warm ice cream concept extends their brand story. How will the next chapter of your brand story read?

Lisa Proctor is the president and creative director for firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

I'm often asked how marketing is different from sales. Business is like a game of baseball.  Marketing is the pitcher. With speed, accuracy, delivery and artistry marketing will perfectly position the ball as it flies over the plate—so that sales can knock it out of the park. 

I've spent my career as a creative director and brand strategist specializing in LOHAS marketing, wellness marketing, green public relations, wellness promotion, sustainable advertising and green branding. I've won lots of awards. Done great work. Been vital to helping my clients succeed. And I'm happy to say that with the perfect pitch, I've helped sales hit more than a few home runs.

Maybe you wouldn't think that a marketer who specializes in green and wellness branding would compare her craft to baseball. But after all, baseball is played on a green field.

As a leader in LOHAS marketing, wellness promotion, yoga marketing, sustainable advertising and green public relations, I have had the good fortune to work with many wellness companies and progressive businesses. 

I've often been asked how can organizations best choose a firm that supports their branding and marketing efforts. The answer is simple. Do you click? Does the firm "get" you? Is there synergy? Do you feel a connection? Do you love their work? And of course it's always helpful to talk to the firm's clients to get a sense of what their experience has been.

Below is what Danielle Tergis, Marketing Director for Yoga Alliance has to say about her experience working with me and my firm, firefly180 marketing:

Lisa is super creative and has an outstanding ability to deliver results that are impactful and eye-catching. We've worked on a number of projects that required our messaging to stand out from the crowd and I couldn't be happier with the results. Her work ethic is also outstanding. She is committed to ensuring her clients are successful by giving 110% on every project.



Pictured here are Lisa, Colleen Saidman Yee, Rodney Yee and Danielle after a yoga class taught by Rodney and his wife Colleen.

I'm a co op shopper. In fact, I belong to two. That makes me part owner in two businesses that offer organic brands and products from wellness companies.
As an expert in green public relations, wellness promotion and wellness marketing, I very much believe in the power of consumer choice. I know my choices are a vital part of growing the market for organic and sustainable brands.

But best of all, I'm part of a larger community of like-minded consumers who care about their health as much as the health of the planet.

As is usually the case, great organic brands lend themselves perfectly to wellness marketing, wellness promotion and green public relations. That is definitely the case with a new product launch from Verterra. This green business, which produces single-use plates made from fallen bamboo leaves pressed together by heat, is on the leading edge. Unique, beautiful, durable and compostable, these plates make a lasting impression.

By signing on as a LOHAS sponsor, where their plates were used multiple times by more than 500 influential LOHASIANS, many of whom are leaders of wellness companies, Verterra made a priceless marketing placement. For the cost of the plates themselves, Verterra was able to achieve what advertising alone can not. A genuine experience. And entry into relationship with businesses that are in perfect alignment to launch this category.

I for one am a convert. Not only do I love their product, I applaud their marketing savvy. They know the power of relationship. And they know the power of affinity marketing.

In a market where each new day brings the next self-professed advertising guru. Where there's always a latest and greatest new trend to follow. Methodology to adopt. Or 10-sure-fire-steps-to- marketing-genius to follow. It's important to keep in mind while sorting through the clutter, that labels like these simply represent a point of view. There is no substituting your own expertise, experience and passion in the way you tell your story.

Whether you're looking for green marketing strategy, social change communication, environmental communication. Or if you're launching a green public relations campaign. The key is to know your audience.

This ad  that I created for progressive indy magazine, Utne Reader was designed to drive subscription sales at a Green Festival. We knew the audience at this event was green, that was a given. But instead of positioning the magazine simply from an environmental perspective—which it has—we chose to be bold. Truthful. Provocative. And a bit self deprecating. But perhaps most importantly, this ad conveyed the depth and breadth of the magazine. It offered more reasons to buy. And it doesn't talk down to its audience. The result? Record subscription sales and current subscribers who felt even better about their magazine choice. 

One of my first clients became one of my best friends. Laurie Brown, founder of Restore Products, is an innovator, thought-leader and green entrepreneur. We began working together in 1990 when she launched the first green retail store in Mpls. And I became a key part of her messaging team as we chartered new territory in green pr, green promotion, eco and wellness marketing.

Today Laurie's company has transcended the walls of her retail store with a revolutionary new refill station that is saving millions of plastic bottles from landfills—while saving customers $1 each purchase. The quality and effectiveness of her products are not only stellar, they are completely plant-based and non-toxic. Check out her website at http://www.restoreproducts.com. 

Now as in the early days of marketing her products and refill station, we found that eco promotions were key. At the heart of our strategy were in-store demos. As is often the case, consumers find it difficult to believe a green cleaning product can do the job of a conventional cleaner. Of course seeing is believing. This high-touch, experiential marketing foundation has been vital to the decades long growth and success of Restore Products.